New survey data reveals how top brands are allocating content marketing budgets in 2025, with significant shifts toward AI-assisted content and video production.
2025 Budget Allocation Trends
Average Budget Distribution
| Category | 2024 | 2025 | Change |
|---|---|---|---|
| Written Content | 35% | 25% | -10% |
| Video Production | 20% | 30% | +10% |
| AI Tools | 5% | 15% | +10% |
| Content Distribution | 15% | 15% | 0% |
| Freelance Writers | 15% | 10% | -5% |
| Other | 10% | 5% | -5% |
Key Investment Shifts
- Video content up 50%: YouTube and short-form video priority
- AI tools up 200%: Content creation and optimization assistance
- Written content down 29%: More efficient with AI assistance
- Freelance budgets reallocated: AI handling first drafts
ROI by Content Type
| Content Type | Average ROI | YoY Change |
|---|---|---|
| Video tutorials | 380% | +45% |
| Interactive tools | 350% | +30% |
| Long-form guides | 280% | +15% |
| Case studies | 250% | +20% |
| Podcast episodes | 200% | +25% |
| Listicles | 150% | -10% |
AI Content Investment Trends
AI Tool Adoption
- 78% of content teams now use AI tools
- Average spend: $500-2000/month on AI tools
- Most popular: ChatGPT, Jasper, SurferSEO, Clearscope
- Primary use: Research (65%), First drafts (55%), Optimization (45%)
AI + Human Workflow
Best-performing teams use AI for:
- Keyword research and topic ideation
- Content brief generation
- First draft creation
- SEO optimization suggestions
- Performance analysis
Humans focus on:
- Expert review and fact-checking
- Unique insights and experience
- Brand voice and style
- Strategic decision-making
- Quality assurance
Predictions for H2 2025
- Video SEO budgets will surpass written content
- AI-native content teams will outperform traditional teams
- Content distribution budgets will increase 20%
- Podcast investment will continue growing
- Original research will command premium budgets